Hasta La Creative!

Apple Watch was certainly the shiniest object in the room at Apple’s big event Tuesday, and there are, no doubt, interesting opportunities for brands to play into its functionality. But Apple Pay — a new mobile payment system — presents many opportunities for marketers looking to reach and influence consumers at a most crucial point: purchasing. Before we dive into those possibilities, here’s a breakdown of how the new mobile payment system works:

Pay replaces the need for a physical debit or credit card in an in-store transaction — you just hover your phone (or your Apple Watch) over a near field communication (NFC) reader at the register and it near-instantaneously transfers payment information after a one-touch authorization.

Registering a debit or credit card with Pay is pretty simple — you take a picture of the card, Apple verifies it, and the “card” becomes accessible through the Passbook app.

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